communications strategy group: online pr & social media strategy

Download Communications Strategy Group: Online PR & Social Media Strategy

Post on 17-Nov-2014




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A glimpse at Communications Strategy Group (CSG)'s approach to Online PR, Social Media and Online Influencer Relations. Visit to learn more.


  • 1. Social Media SummitErik KeithDirector, Online

2. A history of ingenuity, guidance and heart PR Redefined Influencer Relations Content Curation Six Practices Education Financial & Professional Services Consumer Health & Wellness Corporate Training & Talent Management Tourism & Hospitality Metrics Driven 25 Passionate, Hard Working Team Members2 3. Representative Clients 4. What we doPR/Media Content Development Relations/Influencer Relations Online PR& Social Media 5. CompetenciesStrategyInfluencerContent Curation Social Media &RelationsDigital PR Branding DNA Analyst Tours Articles Blogger Relations Communications Article Placement Blog Posts Blogging/GuestPlanning Collateral Writing, Case Studies Blogging Article Distribution Competitive Design and eNewsletters Event PromotionAnalysisProduction Infographics Multimedia Crisis Prevention Event Op-eds Promotionand ManagementManagement Petitions Online Conversation Internal Media Audit and Podcasts PetitionsCommunicationsAnalysis Photography Press Release Marketing Plan Media Relations PresentationsDistribution ReputationDevelopment Media Tours Press Releases Management Message Press Release SEO-Geared Social BookmarkingDevelopment Writing and Content Social Media Profile Media TrainingDistributionGeneration Development & Sponsorship and Research and SurveysManagementPhilanthropic Polling Services Video Webinar PromotionStrategy Speakers Bureau Webinars Website Promotion White Papers White Paper Promotion5 6. Benefits of engaging onlineAlign with Specific Goals Longevity of Online ContentBrand Awareness Maintain/Grow Market ShareBrand Loyalty MeasurableCost EffectiveOnline Reputation ManagementCustomer RelationsProprietary Social NetworksEngage at Point of Need Target Audience InsightIncreased Sales Targeted ReachIncreased Website Authority (SEO) Thought LeadershipIncreased Website Traffic Viral Nature 7. Online PR 8. Online PR Overview Identify goal(s) Online Reputation Management Identify target audience Review sites Search engine optimization Wikis(SEO) Guest blogging Research online behavior Measure, analyze & adapt Content & conversation Discussion forums Hyperlocal social networks Online Groups Niche social networks Social bookmarkingcommunities Content focused communities Blogger relations 9. Search Engine OptimizationWhat is it? Search Engine Optimization (SEO) is the process of improving thevisibility of a website or online content for search engines via the "natural"or un-paid ("organic" or "algorithmic") search results. SEO optimizationstarts with keyword research and understanding online search trendswithin your target market. Why This Matters: 80% of American adults use the internet; 91% of those are using search engines 90% of web viewers do NOT look past first page of search results. Make your site/resources searchable garnering more qualified traffic and leads. Social Media & SEO What is Search Engine Optimization 10. Content curationDistribute Content PackageE-Media Content Newsletters/M agazineSocial Media Case Studies PressExtract/SpeakingRelease GuestCreate ContentCircuitBlogging Co. NewsArticle PitchResearch InographicTrendsOnline PR Timely Topics Case Studies BylineEvents:Best PracticesOnline & Live WhiteInfographicsPaperAssociations/ Organizations Website/ Video/AudioBlog 11. Social Media 12. Social MediaWhere Should You Be? 13. State of Social MediaFor Internal Use Only 01/14/13 14. For Internal Use Only 01/14/13 15. For Internal Use Only 01/14/13 16. For Internal Use Only 01/14/13 17. Navigating Social MediaResearch 18. Looking at the conversation volume by day, we see an average of 600 conversations,mostly positive. This shows the public is very interested in the topic and extremelypassionate as well. 19. Media Spread 20. Themes CloudLooking only at industry conversations, competitors are mentioned frequently, however there are noconversations about your organization. Brands and products are mentioned so this presents a largeopportunity for your organization to be inserted into these conversations and take up space. 21. Best Practices Integrate web design into social media profiles to ensure brandconsistency Develop a traffic referral strategy Integrate social media into marketing, advertising &communications strategies Calendarize posts and themes Contribute, participate and interact Respect your audience Be factually correct Cite sources Add value Be aware of laws & protect privacy 22. Calendarize posts & Themes Editorial Calendar Organization announcements Awards Milestones Important school themes/dates Trends & research Resources Events Days of observance22 23. Social Media design23 24. The GLOBE Program Website 25. Referral Funnel 26. Facebook Design 27. Facebook Custom Tabs 28. Status updates - Facebook Schedule posts Update Ideas: Interesting and applicable news Ideal post days/times* Inspirational quotes How frequently? Personal team photos/videos Facebook EdgeRank Fill in the blank Space out posts Like if you Pay attention to feeds Question of the week Ask for likes and shares! Fact of the day Photography/Videos Share influencers updates Testimonials Events28 29. Network & Share - Facebook Network with influential pages Liking influential pages Feature Liked pages Tagging pages in posts Sharing posts from influential pages Liking/responding to fan responses/posts/messages Direct messages29 30. Facebook Advertising Inexpensive Targeted Quick turnaround Increase Engagement Increase Fan Base 31. Why linkedin? Worlds largest professional network Over 175 million members Helps identify early investment opportunities Advanced personal search Company search Establish thought leadership Active, niche groups31 32. LinkedIn Design 33. LinkedIn Best Practices Personal Profiles Good for professional networking, thought leadership building, finding a job. Optimized profile Engaging in groups Answering questions Organization Profile Complete info/images/videos Update with important organization announcements, resources, events Build out products/services tab Ensure employees have optimized profiles Promote open positions 34. LinkedIn groups Proprietary Center around topic, not company Promote via inside out strategy If topic already has group, consider joining & participating Public Identify very active groups relevant to your target market Join and begin to participate35 35. LinkedIn for Research People Search Keywords Groups Title Relationship Name Seniority level Company Years of experience Company size Function Fortune level Language Location Interests School Recently joined LinkedIn Industry36 36. LinkedIn for Research Company Search Location Are they hiring on LinkedIn Industry Narrow by relation w/ company Company Size # of LinkedIn followers Fortune37 37. Twitter Design 38. Status updates - Twitter Schedule posts w/ Tweetdeck Update Ideas: Interesting and applicable news Tweriod Inspirational quotes How frequently? Personal team photos/videos Space out posts Fill in the blank Post often Like if you Ask for retweets! Question of the week Fact of the day Use Hashtags Photography/VideosSearch TestimonialsHashtag Dictionary Follow Friday Thanks for the retweet Trending Multimedia39 39. Network & Share - Twitter Follow influential Twitter users Known influencers Browse categories As you connect/identify influencers search and connect viaTwitter Monitor relevant tweets Tweetdeck #Hashtags Search Retweet relevant tweets from influential users RT@(Twitter Handle) Tweet Twitter lists40 40. YouTube Design 41. YouTube Best Practices Optimizing a video Video promotion Keyword research Inside out strategy YouTube Video distribution Google Citizen journalism article Optimized playlists Press release Online conversation Partner channel interaction Social bookmarking Subscribe Feature Networking Like Videos Subscriptions Comment on videos Comments Video response Video responses Analytics 42. Inside Out Strategy 43. Tracking & Metrics 44. Analytics - Facebook45 45. Connect with CSG to learn more about Online strategic communications @CSG_PR